成都东樱公司品牌规划研究

《成都东樱公司品牌规划研究》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、MBAthesisResearchofChengduDongyingtradingcompany’SBrandplanningABSTRACTWiththecontinuousimprovementinthemanufacturingstandardsofChinesesocksindustry,thephenomenonofproducthomogeneityismoreandmoreprominent，andhencetheimplementationofbrandstrategyhasbeenanimpoaantwayformoreandmor

2、ecompaniestoobtaintheconstantcompetitivenessandachievesustainabledevelopmentinthefiercemarketcompetition．However,facingofthegrowingpressuresofannualincreaseinsalestaskandstock，theseclothingagentsthatrelysolelyonthebrandagenttowonthemarketshaveshowedweakness．TheDongyingTradingCo

3、．，Ltd．Thatthispaperselectedisfacingthisproblemaswell．DongyingTradingCo．，Ltd．isadealerthatmainlyengagesinthedomesticandforeignmedium—highgradesocks，andoneoftheenterprisessellingmedium—highgradesockswithadecadeofdevelopmentintheSichuanregion．HowcompaniesCanbuildandmaintaintheirow

4、nbrandshasbecomeakeyissueforallagentsthattrytodeveloptheirownbrandstoexpandmarketshare，improveprofitabilityandachieveroleconversion．Thispaperfirstlyelaboratesonthebrandsandrelatedtheories，whichlaythetheoreticalfoundationforthewholepaper．Secondly,itintroducesthebasicsituationoft

5、heDongyingTradingCompany,andconductsin-depthanalysisonthemacroenvironmentofcompanyandindustrialenvironmentbyPSETanalysismethodandcomparativeanalysismethod．ThroughdetailedstudyonthedevelopmentstrategyofDongyingTradingCompanyandbrandrequirements，thispaperrefinesthecorevaluesofthe

6、companybrand，positionsabrandpersonality,conductstheoverallplanningofthecompany’Sbrandonthisbasisandbuildsthecorporatebrandmanagementworkflow．Atlast，italsopointsoutthepossibleproblemsthatDongyingTradingCompanymayencounterinimplementingstepsofthebrandplanningprogram，andalsoindica

7、testhatthecompanyneedstooffertheimplementationservicesofbrandstrategyplanningfrombrandstrategyawareness，corporatesystemandfinancialsecuritySOastoprovidereferenceandguidancefortheimplementationofthecompany’Sbrandstrategy．KeyWords：Brand，MerchantBrand，BrandplanningTableofContentsA

8、BSTRACT⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．I